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Google may be trying to build its own mobile web software empire, an aim that clashes with Apple's closed approach, but in some areas it is happy to work with its rivals to boost its mobile advertising reach. The search giant is following in AOL's footsteps and readying an iPhone specific advertising network, significantly enhancing the power of the Apple handset as a sales platform.

These advertisements will detect the Apple Mobile Safari browser and offer iPhone-optimized features such as specific iPhone Google Maps links or Safari's one-tap dialing. "For instance, American Airlines could use the new Google option to change a search ad from a call to action to click to one driving a phone call to reservations," writes Adweek. "Or the ad could highlight the airline's iPhone optimized site for booking flights."

Google's Mobile Ads service targets over 400m users but it is looking to enhance the experience for certain platforms that have valuable demographics for advertisers. Google would not reveal details of its Apple-based plans but said in a statement: "Google is currently testing a feature that gives advertisers more control over how their ads will appear on mobile devices with full internet browsers, like the iPhone. This feature is currently in a limited beta with a small number of advertisers."

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